ragan content summit kiersten lawson
DESCRIPTION
Waggener Edstrom's Content Strategy Director, Kiersten Lawson on the role of PR in content marketingTRANSCRIPT
PR’S ROLE IN CONTENT MARKETINGNO BOUNDARIESKIERSTEN LAWSONContent Strategy DirectorWaggener Edstrom [email protected]@kierstenlawson
RAGAN CONTENT SUMMIT DEC 4, 2013 #RAGANCONTENT
“CREATING A CUSTOMERWHO CREATES A CUSTOMER”
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BRAVE (NOT SO) NEW WORLD
ANALYTICS
OWNED MEDIA
PAID MEDIA
EARNED MEDIACONTENT
CREATIVE
MESSAGING
RESEARCH
Source: Shift Communications
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BRAVE (OH SO) NEW WORLD
178 ONLINE PROPERTIES OF AVERAGE BRAND
3,000 BRAND IMPRESSIONS DAILY PER PERSON
6X LEADS INCREASE FROM BLOGGING 9-15X/MONTH
71% BRANDS INCREASED CM BUDGETS IN 2013
Sources: Altimeter Group, Altimeter Group, HubSpot, Econsultancy and Responsys
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1.Know your audience
2.Keep it compelling
3.Drive action
4.Have a distribution strategy
5.Measure!
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CHALLENGEOptimize @MSFTNews Twitter handle conversations.
IDEAMonitor activity; assess tweets and link amplification. Determine trends, themes, buzz-worthiness.Provide monthly impact results, strategic recommendations.
IMPACTDeep understanding of who is interacting with the handle and how to engage.
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EASIER SAID THAN DONE
SILOED TEAMS
MISSING CAPABILITIES
DISCONNECTED DATA
INABILITY TO MEASURE
BUDGET MIX MAYHEM
ONE-SIZE-FITS-ALL CONTENT
CLIENT COMFORT LEVEL GAP#RAGANCONTENT
ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative
Filtering
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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES BRANDED JOURNALISM / OWNED CONTENT
HUBS Insourcing Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative
Filtering #RAGANCONTENT
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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs INSOURCING Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative
Filtering
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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing NATIVE ADVERTISING / SPONSORED
CONTENT Related Content Recommendations Content Partnerships Behavioral Targeting / Collaborative
Filtering #RAGANCONTENT
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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing Native Advertising / Sponsored Content RELATED CONTENT RECOMMENDATIONS Content Partnerships Behavioral Targeting / Collaborative
Filtering
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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content Hubs Insourcing Native Advertising / Sponsored Content Related Content Recommendations CONTENT PARTNERSHIPS Behavioral Targeting / Collaborative
Filtering
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ALL HAVE LIMITS. NOT ALL ACCEPT THEM.
BOLD CONTENT APPROACHES Branded Journalism / Owned Content
Hubs Insourcing Native Advertising / Sponsored Content Related Content Recommendations Content Partnerships
BEHAVIORAL TARGETING / COLLABORATIVE FILTERING #RAGANCONTENT
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“THE WORLD IS WATCHING”
FELIX BAUMGARTNER
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THANK YOU
Kiersten Lawson, Content Strategy Director
Waggener Edstrom Worldwide
@kierstenlawson
© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.
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